光线环境对广告说服效果的影响:基于环境心理学视角的实验研究

Light Effect on Advertising Persuasion:An Experimental Research Based on Environmental Psychology

在环境心理学视角下,本研究着眼于“人—广告—光线环境”三者所建构的广告传播的具体的物理情境,通过三个实验聚焦光线环境对广告效果产生影响的具体作用机制。结果发现,产品类型在光线环境和消费者的产品态度之间起到了调节作用,即对实用品而言,明亮的光线环境中消费者对产品的态度更为积极;而对享乐品而言,昏暗的光线环境中消费者对产品的态度更为积极。这一调节作用通过消费者的自我呈现意识这一中介变量得以实现,对实用品而言,自我呈现意识发挥中介作用,即明亮的光线环境中,消费者的自我呈现意识被激发,对实用品持有更积极的态度,但对享乐品而言,自我呈现意识未发挥中介作用。研究结果对广告理论视角的拓展和广告实践具有一定启发。

From the perspective of environmental psychology,this research focuses on the specific physical situation built by“people-advertising-light environment”in which advertising is disseminated.Three experiments try to find the specific mechanism that light environment influences advertising effect.The result shows that product type serves as moderator between light environment and the attitude towards product of consumers.For utilitarian products,the attitude of consumers is more positive in the environment with sufficient light,by contrast,the attitude towards hedonic products of consumers is more positive in a much dimmer environment.This moderating effect is achieved through the mediating variable of consumers’self-presentation consciousness.For utilitarian products,self-presentation consciousness plays a mediating role,that is,in the bright light environment,consumers’self-presentation consciousness is stimulated to hold a more positive attitude towards practical goods.But for hedonic products,self-presentation consciousness does not play a mediating role.The research results can promote the expansion of advertising theory perspective and guide advertising practice.